In a move to prevent 50 million premature deaths over the next five decades, the World Health Organisation (WHO) is urging countries to increase one-off health taxes on tobacco, alcohol, and sugary drinks by 50%, targeting 2035.
While unveiling the global campaign, WHO stated that the initiative, “3 by 35,” aims to curb chronic and noncommunicable diseases (NCDs), which currently account for over 75% of global deaths, while also boosting public revenues.
The initiative also targets the generation of $1 trillion in revenue within 10 years, to be reinvested into healthcare, education, and social protection.
“Health taxes are one of the most efficient tools we have,” said Dr Jeremy Farrar, WHO’s Assistant Director-General. “They cut the consumption of harmful products and create revenue governments can reinvest in health care, education, and social protection. It’s time to act.”
Between 2012 and 2022, nearly 140 countries increased tobacco taxes by over 50% on average, says WHO.
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Evidence from countries like Colombia and South Africa shows that such taxes reduce consumption and increase revenue. Still, WHO warns that tax breaks and long-term deals with harmful product industries threaten public health progress.
Backed by global partners, the initiative supports country-led reforms and promotes best practices, focusing on reducing affordability, mobilising domestic funding, and building political and civil society support.
For support, WHO appeals to governments, civil groups, and development agencies to back this push for smarter, fairer taxes that promote health and sustainable development.
